Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB709 Marketing Management II

Product-Levels, Hierarchy, Classification, mix decisions and line decisions. Brand - definition, equity, naming decisions and strategy decisions.

Pricing - Objectives, Influencing factors, methods, strategies for new products and existing products.

Channel Decisions Nature and Characteristics of Marketing Channel Functions, Channel dynamics, Channel Design and Management decisions.

Communication process - Steps in the development of effective communication, Designing message, selection communicative channels, deciding promotion mix, measuring results.
Promotional mix, tools, Advertising, Sales promotion, personal selling, Public relations, and direct marketing.

Marketing organization & implementation: Evolution, ways of organizing the marketing departments, marketing relations with other departments.

Marketing control - Annual Plan control, Sales analysis Market share analysis, profitability control, Marketing profitability analysis, Efficiency control, and strategic control.

Books:

1. Kotler Philip, 'Marketing Management', 11th Ed., Pearson Education (Singapore) Pvt. Ltd., New Delhi, 2003.

2. S.Jeyachandran, 'Marketing Management', 1st ed., Excel Publication, New Delhi, 2004.

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